Greatest achievement: Proudest of family, but my greatest achievement is having a job I love where doing well and doing good arent mutually exclusive.

Greatest disappointment: That our dog wont have puppies and the legacy of Becket wont carry on!

Fantasy job: President of the Harlem Childrens Zone

Executives you most admire: Bill Allard, former president of ProServ/SFX, and David Stern

Business advice: There are 24 hours in the day. Use them!

Coming out of college, Peter Farnsworth
envisioned a career in sports journalism until reality called. “I was working for a local newspaper called the
Northern Virginia Sun, which was a far cry from Sports Illustrated,” Farnsworth
says.

Peter FarnsworthNBA

Sportswriting’s loss has
been the NBA’s gain because Farnsworth has played a key role in helping the
league sign marketing deals that last year saw revenue grow by 25 percent. The
league signed new partnerships with Hewlett-Packard, Kia Motors, Right Guard
and Wrigley’s, and Farnsworth has had a hand in developing the NBA’s business
in China that last year brought a deal with AEG to build arenas throughout that
country.

“Peter possesses an
incredible work ethic along with a natural curiosity and creativity,” said
Heidi Ueberroth, president, global marketing partnerships and international
business operations for the NBA. “He has a very broad understanding of all of
our assets ... and works with partners to understand their objectives and develop
integrated marketing programs that deliver meaningful results.”

Farnsworth began his
career in 1992 working for Donald Dell and Bill Allard at then-industry power
agency ProServ. After nearly a decade at what became SFX Sports, Farnsworth
left for the NBA in 2001.

“SFX was morphing into
Clear Channel when the NBA called, and it was a good ride,” he said. “At the
NBA, it is about evolving into a world of brand extension and broader defined
business development.”

With the NBA expanding its
global footprint, Farnsworth will be charged with bringing more international
deals to the league. “These arena projects [in China] are more like
sports-anchored real estate projects,” he said. “We will see a lot of
NBA-themed anchored real estate projects having multipurpose events.”